Quiz

Question 1, locked

A company has a beautifully drawn identity and takes three weeks to process a refund. Why does the lesson say its brand is bad anyway?

• AThe identity has not been rolled out across enough touchpoints to take hold
• BA brand is assembled in other people's heads out of things nobody designed, like how long delivery took
• CRefund policy is a mandatory, so the guidelines are incomplete without it
• DThe trademark covers the artwork only, which leaves the name unprotected

Question 2, locked

Two typefaces are set at exactly the same point size and one looks far bigger. What explains it?

• APoint size measures the body the letters sit on, not the letters, so x-height decides the apparent size
• BPoint size measures cap height, and cap heights differ from foundry to foundry
• CThe larger one is a font rather than a typeface, so it carries a fixed physical size
• DLeading is counted inside the point size, which pushes one face visually larger

Question 3, locked

A guideline gives the brand colour as one hex value and nothing else. What breaks?

• AScreens render hex differently, so a Pantone is needed as the on-screen master instead
• BHex cannot carry saturation, so every tint and shade has to be mixed by eye
• CHex is a screen instruction, so the press and the ink mixer have nothing to work from
• DHex describes hue only, so value has to be stated separately for print